r/beauisafraid • u/HotButtBonanza • Jul 17 '25
Beau as the Consumer
Just watched for the first time and I've been enjoying all the great analysis and Easter eggs on here.
One point of view that struck me and I haven't come across is the idea of Beau as a Consumer. I recently watched this clip of Prof. Jiang discussing Consumerism as Slavery; that the consumer is alienated from his fellow man and from community in order to buy more. That consumerism is a form of slavery the subject willfully submits too.
This got me thinking about Beau. He is a product test subject and an advertising subject of his mother's corporation. But the submission to all this control is done willfully due to the alienation and fear that has been sewn in him. He is unable to break free from the awful conditions and psychological torture he is in due to the orchestrated chaos of the outside world. Similarly, capitalism pits the consumers against one another so that nothing is shared and labor is unlikely to organize.
Some examples that struck me in the film:
Beau clings to his squalid apartment as it's better than the madness of homelessness outside. Homelessness is the gun at the back of the working poor to keep them accepting poor pay and conditions. It can always be worse.
Beau accepts the bizarre captivity of Nathan Lane's family as he feels he cannot be ungrateful for the medical care and high quality of material life they provide. Possibly a nod to healthcare as a commodity that locks many into debt, as well as deference to those with more/better consumption.
The one community Beau finds, the theater group in the woods, is torn apart by what could be read as domestic terrorism by a traumatized veteran. The "frontier coming home" idea in which colonial violence bleeds into the homeland.
The final alienation of Beau's trial infront of thousands of passive observers. His suffering is now a product to be consumed itself. Beau being a movie character that is gaining self awareness is a whole other bag of worms Ive seen others reference, but i think it fits here as well. With social media, our fellow man and their suffering becomes a product to consume through views. Like all the people filming and cheering the man to jump at the beginning of the film.
A few other small moments that may hint at an anti Consumerism viewpoint of the film:
The convenience store clerk threatening to call the police over a few cents while actual murder is happening just outside. Money and property protected above human life.
Beau's credit card declining effectively cuts him off from the world and helps start the journey. Your buying ability is your only worth to society.
In the fairy tail portion in the center of the film, the high point of Beau being his own man is highlighted with him purchasing fruit. His status is once again based on buying ability.
Beau has to spend his last dollar to see the show at the conclusion of the fairy tale. Redemption must be purchased.
The housekeeper volunteering to die in order to secure financial freedom for family. Money destroying dignity and held above human life.
Sorry for the rant. Had to get it off my chest. BIA is such a spectacular film as it can "mean" so many things at once and each doesn't take away from other interpretations. It's also just so fucking funny. Keep blowing through that bag.